Many of the world’s most successful companies are taking advantage of New Brunswick’s nearshore value proposition. Our location is naturally strategic, enabling companies to work with all of North America and Europe in the same business day. Combine that advantage with our low cost of doing business and everything is here to make an expansion easy and profitable.

The latest world-class company to leverage that value proposition is the focus of our latest case study: Cardinal Path.

Cardinal Path is an international digital analytics consulting company with corporate offices in Vancouver, Toronto, Chicago, and New York City. In March 2016, the company was acquired by the Dentsu Aegis Network, a global media group that specializes in media, digital, and creative communications services that Innovate the Way Brands are Built.

Winners of the Digital Analytics Association’s Most Influential Agency Award for 2015, Cardinal Path’s clients include Google, Mattel, NPR, Hyundai, IBM, Electronic Arts, LG, and eBay, among others.

The Need

As part of the Dentsu Aegis Network, Cardinal Path provides a wide variety of marketing analytics and insights to a host of global brands, with international operations. Proudly housed in North America, Cardinal Path realized that with access to new clients, an increase in staffing teams was required to meet the needs of new 24/7, 365 day-a-year digital economy clients.

The Journey to New Brunswick

ONB’s Investment Attraction team was set to visit Vancouver in late 2016. As part of the trip’s preparation, the ONB lead generation team compiled a list of potential technology sector clients in the city, including Cardinal Path.

Sharing an entrepreneurial spirit, ONB and Cardinal Path teams discovered their common emphasis on client-focused, proactive innovation to drive business results. What followed from initial discussions between ONB and Cardinal Path Founders John Hossack and Alex Langshur was a provincial tour assessing city infrastructure, cost-effectiveness, academic training institutes, staffing resources, proximity of air and road transportation and access to amenities and housing. Meetings were held in New Brunswick’s three largest cities — Moncton, Saint John, and Fredericton.

Along with New Brunswick’s ranking as a cost-effective business jurisdiction, Cardinal Path leaders were bolstered by the strong level of civic leader engagement, attention to detail, and quality of service delivery.

Our rigorous assessment of New Brunswick’s infrastructure, coupled with the active engagement of all civic partners, made selecting Saint John as our east coast business hub an easy choice,” said Alex Langshur, Founder & Co-CEO, Cardinal Path. “We’re encouraged by the beauty and spirit of the community and their willingness to actively participate in how our Canadian company brings digital innovations to brands here at home and across the globe.”

The Results

On May 29, 2017, Cardinal Path and ONB announced a five-year plan to create up to 100 new full-time jobs in Saint John.

ONB was fantastic. They made it super easy for us by addressing all the key points that we care about when making a decision to establish an office: recruitment assistance, locating office space, making key introductions across the local business and education ecosystem and government engagement. They clearly demonstrated the region’s ability to offer top-tier talent for our near-shore marketing analytics hub. We are excited to be opening our office in Saint John.” — Alex Langshur

Financial incentives provided by ONB will support the growth of a digital economy in the province, and positions created will include digital marketing specialist, junior and senior web analysts, and digital project coordinator and manager roles. Cardinal Path’s goal is to become the employer of choice for New Brunswick’s skilled digital workforce.

Visit to learn about new career opportunities.

Written by Jason Boies

Cover image via Cardinal Path